Priya Verma

7/30/2019 Priya Verma

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SUMMER TRAINING PROJECT

REPORT

On

To formulate marketing strategy for Amul Masti Dahi

also suggest communication s strategy with suitable

actional plan in assigned territory

Towards partial fulfillment of

Master of Business Administration (MBA)

School of Management, Babu Banarasi Das University, Lucknow

Submitted by

Priya Verma

IIIrd Semester

Roll No-1120672076

Session 2013-2014

School of Management

Babu Banarasi Das UniversitySector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India


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A C K N O W L E D G E M E N T

Without a proper combination of inspection and perspiration, its not easy to achieve anything.

There is always a sense of gratitude, which we express to others for the help and the needy services

they render during the different phases of our lives. I too would like to do it as I really wish to

express my gratitude toward all those who have been helpful to me directly or indirectly during the

development of this project.

I would like to thank Mrs. Tanisha Tandon (Faculty of management, BBDU) and Mr. Rajeev

Tripathi (GCMMF, Lucknow) who was always there to help and guide me when I needed help.

Her perceptive criticism kept me working to make this project more full proof. I am thankful to her

for her encouraging and valuable support. Working under her was an extremely knowledgeable and

enriching experience for me. I am very thankful to her for all the value addition and enhancement

done to me.

No words can adequately express my overriding debt of gratitude to my parents whose support

helps me in all the way. Above all I shall thank my friends who constantly encouraged and blessed

me so as to enable me to do this work successfully.


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EXECUTIVE SUMMARY

This project was undertaken with the objective of Comparative analysis of the

development of brand ofAmul masti Dahi and analysing various buying factors of set

curd in the outlet levels. The study was conducted at Amul India Ltd, Lucknowbranch. The

customers preference was studied through using questionnaire.

A sample size of 100 respondents was taken for the study, whose responses were studied

and interpreted .The sampling design was used convenience sampling.

To buy the product, Trust of the company was the first preference of the consumer then

schemes on the product.

Finally the whole study of the research work, the company needs to improve the quality

and the availability for awareness of Amul Masti Dahi.


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TABLE OF CONTENT

Declaration

Acknowledgement

Executive Summary

Chapters Page Nos.

Part I

1. Introduction2. Company profile

a. About organizationb. Organization chartc. Aims and objectivesd. Any specific information of the organization

Part II3. Objectives of the study4. Research Methodology

a. Method of data collectionb. Data Sourcec. Sample designd. Universee. Sample typef. Sample sizeg. Sample Unith. Hypothesis (if any)i. Statistical tools to be used

5. Problems and Limitations

Part III6. Data Analysis & Interpretations7. Findings8. Suggestions/Recommendations9. Conclusion10. Bibliography11. Appendix


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Part-I


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INTRODUCTION

Today the world economy has undergone a radical transformation in the last two decades.

The companies are emerging at the faster level. The technology and advancement have

permitted companies to widen substantially both Markets and suppliers sources. Now as

companies are emerging with their new products, marketing has become exuberant activity

in expanding the market globally.

Marketing starts with human need and wants. It is a human activity directed at satisfying

needs and wants through exchange process.

Marketing management deals with identifying and meeting human and social needs. It is

basically a meeting needs profitability.

In other words we can say that it is the process of planning and executing conception,

pricing, promotion and distribution of ideas, goods and services to create exchanges that

satisfy individual and organizational goals. The aim of marketing is to know and

understand the customer so well, that the product and service fits him and sells itself.

It acts as an instrument to lift up the standard and life style of the economy with the help of

the marketing; we are able to get the products at our doorstep at our choice and needs. The

whole economy would be sluggish, if marketing did not exist. Marketing is of critical

importance because it maintains stability in the economic condition.

Marketing is an existing, dynamic and contemporary field. It is recognized as the most

significant activity in the society.

Marketing has a widest connection which include in its fold selling, buying, transportation,

warehousing, pricing and packaging. All these activities geared up together to reach strong

preferences for particulars BRAND AWARENESS

As such todays companies are facing the toughest competition everywhere marketing is

playing a very important role.


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AMUL TA ST E OF IND IA

INTRODUCTION:-

Amul began the dairy cooperative movement in India and

formed an apex cooperative organization, Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF), which today is jointly owned by

some

2.2 million milk producers in Gujarat, India. Amul was formally registered on

December 14, 1946. The brand name Amul, sourced from the Sanskrit word

Amoolya, means priceless. It was suggested by a quality control expert inAnand. Some cite the origin as an acronym to (Anand Milk Union

Limited).The Amul revolution was started as awareness among the farmers. It

grew and matured into a protest movement that was channeled towards

economic prosperity.

ORGAN I SA TI ON : -

Amul is a dairy cooperative movement in India. It is a brand

name managed by an apex cooperative organization, Gujarat Co-

operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly

owned by some 2.41 million milk producers in Gujarat, India. It is based in

Anand town of Gujarat and has been a sterling example of a co-operative

organization's success in the long term. The Amul Pattern has

established itself as a uniquely appropriate model for rural development.

Amul has spurred the White Revolution of India, which has made India one

of the largest milk producers in the world. It is also the world's biggest

vegetarian cheese brand. Success of Kaira District Co-operative Milk

Producers' Union Limited and setting up of District Co-operative Milk

Producers' Unions needed a state- level organization for entire Gujarat. That

leads to creation of Gujarat Cooperative Milk Marketing Federation

(GCMMF).


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RANGE O F P RODUC T S :-

Amul's product range includes milk powders, milk, butter,

ghee, cheese, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns,

basundi, Nutramul brand and others. . Amul Butter, Amul Milk Powder,

Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul

Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya In January

2006, Amul plans to launch India's first sports drink Stamina, which will be

competing with Coca Cola's Powerade and PepsiCo's Gatorade.

COM P ETI T I ON AND E X P O R T : -

In January 2006, Amul plans to launch India's first sports drink

Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's

Gatorade Amul is the largest food brand in India with an annual turnover

of US $868 million (2005-06). Currently Amul has 2.41 million producer

members with milk collection average of 5.08 million litres/day.

Besides India, Amul has entered overseas markets such as Mauritius, UAE,

USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South

African countries. Its bid to enter Japanese market in 1994 had not succeeded,but now it has fresh plans of flooding the Japanese markets. Other potential

markets being considered include Sri Lanka.

Dr. V.KURIEN THE KEY PERSON

Dr Verghese Kurien, the chairman of the GCMMF, is

recognized as the man behind the success of Amul. The primary goal of

Dr. V. Kurien, Chairman GCMMF, the "Milk Man of India", has been to

build a strong Indian society economically through an innovative

cooperative network, to provide quality service and products to end-

consumers and good returns to the farmer members. Dr. Kurien states, "We

have traversed a path that few have dared to. We are continuing on a path that

still fewer have the


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courage to follow. We must pursue a path that even fewer can dream to

pursue. Yet, we must. We hold in trust the aims and aspirations of millions of

our countrymen."

REVOLUTIONARY WORK:-

In 1996 Amul was one of the first major organizations in India

to have a website. This site has been used both to develop an intranet of Amul

distributors as well as a cyber-store for consumers, one of the first

examples of e-commerce activity in India. The CEO of Amul, Mr. B M Vyas,

recently said, "Amul is not a food company, it is an IT company in the food

business". He was recognizing that the most efficient way of building links

between milk producers and consumers so as to provide the best returns for

both is through IT innovation.

Amul has been able to withstand the onslaught of private and

foreign players in the dairy industry and has also been able to export products

in limited quantities. The success of Amul resulted in similar organizations

being setup by state governments throughout India, most of which had

reasonable success. Examples are Vijaya in Andhra Pradesh, Aavin in Tamil

Nadu and others.

SITUATION OF FARMERS:-

Over five decades ago, the life of an average farmer in Kheda

District was very much like that of his/her counterpart anywhere else in India.

His/her income was derived almost entirely from seasonal crops. The income

from milk buffaloes was undependable. Private traders and middlemen

controlled the marketing and distribution system for the milk. As milk is

perishable, farmers were compelled to sell it for whatever they were offered.

Often, they had to sell cream and ghee at throw-away prices. In this situation,

the private trader made a killing. Gradually, the realization dawned on the


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AMUL THE TASTE OF INDIA

farmers that the exploitation by the trader could be checked only if

they marketed their milk themselves. Amul was the result of the

realization that they could pool up their milk and work as a cooperative.

KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION:-The Kaira District Co-operative Milk Producers' Union

Limited began pasteurizing milk for the Bombay Milk Scheme in June 1948.

By the end of 1948, more than 400 farmers joined in more Village

Society, and the quantity of milk handled by one Union increased from 250 to

5,000 liters a day. The success of Amul was instrumental in launching the

White Revolution that resulted in increased milk production in India. It is

officially termed as Operation Flood by Amul. The breakthrough technology

of spray- drying and processing buffalo milk, developed by Mr. H.M.

Dalaya, was one of the key factors that contributed to the Revolution.


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EX TR A ORD INA RY ST OR Y OF AMU L

Every day Amul collects 447,000 litres of milk from 2.12

million farmers (many illiterate), converts the milk into branded, packaged

products, and delivers goods worth Rs 6 crore (Rs 60 million) to over

500,000 retail outlets across the country. Its supply chain is easily one of the

most complicated in the world. If we are visit to any Amul or Gujarat

Cooperative Milk Marketing Federation (GCMMF) office a photograph

of Mahatma Gandhi will be missing but we can certainly see one particular

photograph showing a long line of Gujarati women waiting patiently for a

union truck to come and collect the milk they have brought in shining brass

matkas. This makes the farmers or the member of the organization of the

organization how to prevent the milk from souring. Hence, Amul takes

various initiatives to make the farmer or the producer understand how to

provide service to the consumers with the only resource available with them

i.e. milk a perishable one. The prominent display of picture states the

message NEVER FORGET YOUR CUSTOMER. IF YOU DONT

SUCCESS IS CERTAIN

At the time Amul was formed, consumers had limited

purchasing power, and modest consumption levels of milk and other dairy

products. Being a co-operative organization Amul adopted a low-cost price

strategy to make its products affordable and attractive to consumers by

guaranteeing them value for money. Amul also introduced higher value

products. Beginning with liquid milk, Amul enhanced the product mix

through the progressive addition of higher value products while

maintaining the desired growth in existing products.

Despite competition in the high value dairy product segments

from firms such as Hindustan Lever, Nestle and Britannia, GCMMF ensures

that the product mix and the sequence in which Amul introduces its

products is consistent with the core philosophy of providing milk at a basic,

affordable price.


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GUJARAT CO-OPERATIVE MILK MARKETING

FED ERAT ION (GC MMF )

I n tr oduction:-A group of farmers keen to free themselves from

intermediaries and to gain access to markets and to utilize the benefit for their

efforts came together in 1946 and formed the Gujarat Cooperative Milk

Marketing Federation. The organization is situated in the village of Anand,

the Kaira District Milk Cooperative Union (better known as Amul) which

has now been expanded exponentially. GCMMF joined hands with other milk

cooperatives, and the Gujarat network now covers 2.12 million

farmers,

10,411 village level milk collection centers and fourteen district level plants

(unions) all under the overall supervision of GCMMF. The GCMMF is been

particularly been recognized for the beneficiary of the farmers. The

organization mainly helped to transform the small farmers and

contribute mainly for the development of the society. Markets, then and

even today are primitive and poor in infrastructure. Amul and GCMMF

acknowledged that development and growth could not be left to market forces

and that proactive intervention was required. Two key requirements were

identified that are:

1. Sustained growth for the long term would depend on matching or

maintained balance between supply and demand. It would need heavy

investment in the simultaneous development of suppliers and consumers.

Effective management of the network and commercial viability would require

professional managers and technocrats.2. To implement their vision while retaining their focus on farmers, a

hierarchical network of cooperatives was developed, this today forms the strong

and healthy supply chain behind GCMMFs endeavors. The vast and complex

supply chain stretches from small suppliers to large fragmented markets.


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Management of this network is made more complex by the

fact that GCMMF is directly responsible only for a small part of the chain,

with a number of third party players (distributors, retailers and logistics

support providers) playing large roles. Managing this supply chain

efficiently is critical as GCMMF's competitive position is driven by low

consumer prices supported by a low cost system.

GCMMF: AN OVERVIEW

Gujarat Cooperative Milk Marketing Federation (GCMMF) is

India's largest food products marketing organization. It is a state level apex

body of milk cooperatives in Gujarat which aims to provide remunerative

returns to the farmers and also serve the interest of consumers by providing

quality products which are good value for money. The table mentioned drawn

below makes us understand about the members in the GCMMF organization,

village societies, milk handling capacity and various processes related

with the collection capacity

Members: 12 district cooperative milk producers'

Union

No. of Producer Members: 2.5 million

No. of Village Societies: 11,962

Total Milk handling capacity: 9.91 million litres per day

Milk collection (Total - 2005-06): 2.28 billion litres

Milk collection(Daily Average2005-06):

6.3 million litres


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Milk Drying Capacity: 511 metric Tons per day

Cattle feed manufacturing Capacity: 2340 Mts per day

GCMMF :- CURRENT SCENARIO

GCMMF is India's largest food products marketing

organization. It is a state level apex body of milk cooperatives in Gujarat,

which aims to provide remunerative returns to the farmers and also serve the

interest of consumers by providing quality products, which are good value for

money. GCMMF markets and manages the Amul brand. From mid-1990's

Amul has entered areas not related directly to its core business. Its entry into

ice cream was regarded as successful due to the large market share it was

able to capture within a short period of time - primarily due to the price

differential and the brand name. It also entered the Pizza business, where the

base and the recipes were made available to restaurant owners who

could price it as low as 30 rupees per pizza when the other players were

charging upwards of 100 rupees.

The sales turnover of the GCMMF from 1994-2006 is been

represented below which helps to get a clear view of the earnings of the

company, GCMMF is today nation's largest food company with an annual

turnover exceeding Rs 2300 Crores.


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Innovation at Grass Roots

One of the members of GCMMF, the Banas dairy, has started

a unique initiative called the Internet Sewa Project in their district called

Banaskantha. This is a village-level effort at bridging the Digital Divide by

providing information kiosks at the Village Cooperative level. Each

village has one information kiosk, which is the single point of contact for

Internet and other e-governance activities for the co-operative. Official forms,

Rural Jobs, Veterinary, Agriculture, and Matrimonial details, educational

applications and local market prices with buy & sell options are provided at

the information kiosk so that people do not have to travel all the wayto the district headquarters for these information.

To improve the farmer members' living standards and to

facilitate affordable Internet access services including VOIP Net

telephony, the district union has also become a local Internet Service

Provider (ISP) using these Village Information Kiosks. Today the services

are subsidized but the goal is for the kiosks to become self-supporting

Markets today are primitive and poor in infrastructure. Amul and GCMMF

acknowledged that development and growth could not be left to market

forces and that proactive intervention was required. Two key requirements

were identified that are:

Sustained growth for the long term would depend on matching

or maintained balance between supply and demand. It would need

heavy investment in the simultaneous development of suppliers and

consumers. Effective management of the network and commercial viability

would require professional managers and technocrats.

To implement their vision while retaining their focus on

farmers, a hierarchical network of cooperatives was developed, this today

forms the strong and healthy supply chain behind GCMMFs endeavors. The

vast and complex supply chain stretches from small suppliers to large

fragmented markets.


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Management of this network is made more complex by the

fact that GCMMF is directly responsible only for a small part of the chain,

with a number of third party players (distributors, retailers and logistics

support providers) playing large roles. Managing this supply chainefficiently is critical as GCMMF's competitive position is driven by low

consumer prices supported by a low cost system.

AWARENESS CREATED BY GCMMF THROUGH MOVIE- MANTHAN:-

Manthan relates the story of a young urban group headed by a veterinary doctor, which is

sent by an organization to a poor village in order to help start milk cooperative.

Manthan has been sponsored by 500,000 farmers of Gujarat, constituents of the Gujarat

Co-operative Milk Marketing Federation. This is the first time in India that a feature film

has been financed by farmers. Several new trails have been blazed by them; the

"Anand Pattern" of dairy development, which today has been adopted all over the

country, was also their contribution. Their dairy cooperatives illustrated how small

farmers could triumph over adversity. Appropriately, the theme of "MANTHAN" is the

churning up of the social structure when the milk cooperative movement erodes the power

of traditional bosses in a village.


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AMUL PRODUCTS

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit

"Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning

"priceless", are found in several Indian languages. Amul products have been in use in

millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray,

Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk

and Amulya have made Amul a leading food brand in India. (Turnover: Rs.

37.74 billion in 2005-06). Today Amul is a symbol of many things of high- quality

products sold at reasonable prices of the genesis of a vast co-operative network of the

triumph of indigenous technology of the marketing savvy of a farmers' organization. Amul

represents a proven model for dairy development.

1. Amul Pasteurized Butter

Amul butter is most commonly used in every household. Amul is made from butter

common salt and permitted natural colour. It is been marketed from last from 4 decades.

Amul butter composes of fresh cream, milk fat, moisture, salt as well as curd in specific

proportions. Amul is standardized product and has BIS specifications. The calorific

value is 720 kcal./100g.


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2. AMUL LITE : A Low Fat Low Cholesterol Bread Spread

Unlike Butter & Margarine, Amul Lite is a low-fat, low- calorie & low-

cholesterol bread spread, hence a healthier substitute. It contains 26% less fat and

calorie content as compared to butter or margarine.

Unlike Butter & Margarine, Amul Lite is a low-fat, low- calorie & low-cholesterol

bread spread, hence a healthier substitute. It contains 26% less fat and calorie content as

compared to butter or margarine. This product is specifically prepared for diet considering

population. It is considered as healthier substitutes as it contain 26% less fat and calorie.

Helps to maintain slim and trim without sacrificing. Amul lite is suitable for old age

people as the heart disease chances are been reduced. It contains Omega-6 and Omega-3.

It helps to maintain healthy and cholesterol levels are kept at minimum. This product is

certified by AGMARK for quality. Tastes best with toast, sandwiches and bread. It can

also be used for topping on paranthas, paav bhaji, pulav, khichadi, and soups and also for

household baking, preparation of cake etc.


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3. Amul Spray Infant Milk Food

AMULSPRAY INFANT MILK FOOD is made from partially skimmed milk,

sugar, minerals and vitamins. Amul has introduced various powder milk products the

Amul spray infant milk food is made from partially skimmed milk, sugar, minerals and

vitamins It is composed of milk proteins, fats and carbohydrates. It has various vitamins

such as A,D,K,B,C and various minerals like calcium, magnesium, phosphorous, iron,

copper, iodine. This product is been marketed since 25 years. This product is formulated

on guidelines set by Codex Commission of WHO/ FAO


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4. Amul Instant Full Cream Milk Powder

AMUL INSTANT FULL CREAM MILK POWDER (Spray

Dried) is made from Toned Milk, Vitamins A, and D. It composes of milk fat

26%, protein 26%, carbohydrates 37%, minerals 6%, and minerals 6%, moisture 3%. This

product is highly acceptable product made from the most modern dairy plant through a

special formulation. It meets the requirements laid down under PFA rules for processed

Cheese Spread.

5. Amul Emmental Cheese

Amul's Emmental Cheese with holes can be traced back from 1290 AD. The tradition


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of cheese-making has flourished in the skilled hands of sennen. This famous cheese

with a Swiss taste owes its name to the Emmental valley, near Berne in Switzerland.

This famous cheese with a Swiss taste owes its name to the Emmental valley, near Bernein Switzerland. Emmental is actually a `live' cheese, i.e. it has live bacteria, which

continue the ripening process, even after the cheese is packed and placed on the retail

shelves. However, it is a 100% vegetarian coagulating enzyme. The composition of

Emmental cheese is of moisture 43%, fat 46% and salt 1.5% this product is to be stored at

ordinary refrigeration temperature i.e. 4 degrees Centigrade to 8 degree Centigrade. Amul

Emmental Cheese is available in a 200 gm pack.

6. AMUL PIZZA CHEESE

Amul, the largest selling brand of Cheese in India, introduced genuine Mozzarella Cheese

for the first time. Amul Pizza Cheese has Moist, Soft, Elastic texture and has a very timely

surface sheen and when fresh, it has a slightly salty blandish taste and pleasant aroma.

Because of its stretch ability, i.e. ability to form strings when hot, this cheese is ideal for

preparing Lasagna, Veal Cutlet, Alla Parmagnia and as a topping on pizzas.. Mozzarella

is an excellent source of milk proteins and is palatable to the consumer and

institutional segments. It composes of fat, moisture and salt. The Gouda cheese is

an excellent taste used for pizza toppings and is widely used in major hotels.


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7. AMUL MALAI PANEER

Technologically, it is equivalent to Cream Cottage Cheese of western products. Amul

Malai Paneer is available in already cut cubes form. The best quality Malai Paneer with

quality assurance of Amul is the only national brand of Paneer available in India since

1997. It is also exported to US, Gulf as well Singapore & Japan markets regularly.

Richer, Softer, Better" Paneer is made out of fresh milk. Compositions of Amul Malai

Paneer are higher fat content (26-27%) and lower moisture content. This gives Amul

Malai Paneer smooth, uniform texture and softness that most consumers desire.

Diced Paneer is available in three pack sizes viz. 100 g, 200 g & 1 kg pack in heat sealed

poly pouches to ensure the best quality.


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8. Amul Pure Ghee.

AMUL PURE GHEE is made from Milk Fat. The composition of Amul is milk fat 99.7%

and moisture 0.3%. the calorific value 900 kcal/100g. Amul sagar pure ghee is made

from fresh cream. It has a typical rich aroma and granular texture. It is an ethnic product

made by dairies with decades of experience being a rich source of Vitamin A, D, E and K.

Meets AGMARK SPECIAL GRADE specification of the AGMARK scheme (1938) of

Govt. of India.


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9. Mit hai Mat e

A M U L M I T HA I M A T E SW EETE N E D C O ND E N S E D M I L K

It is made from Sugar & Milk solids. It comprises of Sweetened Condensed

Milk, Total Milk Solids, Fat, Added Cane Sugar, Partly Skimmed Sweetened Condensed

Milk, Total Milk Solids, Fat, and Added Cane Sugar. It is a free flowing product and has a

pleasant flavour. The product can be used to manufacture Ice Creams, Confectioneries like

Toffees, Biscuits and Sweets. It Meets BIS standards: IS: 1166.

10. A m ul S hr i k hand


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AMUL SHRIKHAND is made from Chakka, Sugar and flavoring agents/fruits (Elaichi,

Saffron, Mango pulp). It contains fat, milk solids, and mango pulp. The Shrikhand is most

commonly used at festive occasion as a sweet desert. Most processes are undertaken in

order to improve the taste of these Shrikhand and it acts as a auspicious feed duringfestivals. Shrikhand is a traditional sweet. It is the only pasteurized Shrikhand which is

been made from most modern dairy equipment which helps the Shrikhand of an

extended shelf life with smooth texture. The calorific value is 260 kcal./100g. the product

meets BIS specification No.IS:9532-1980.

11. Ma s t i Dahi

AMUL MASTI DAHI is made from Pasteurized Toned Milk. Amul mast dahi

composes of essential nutrients such as fat 3.5% and SNF

8.5%. This product is available in packaged form. It is produced in a modern processing

plant which helps to give a smooth, mild acetic acidic taste and pleasant flavour

consistently.


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A W A R D S

Amul has always produced qualitative products. The company maintains its total qualitymanagement in order to produce best quality products. The products produced by the

company were always been appreciated by the consumers. In fact we can state that Amul

has maintained a tradition to improve its performance and get noted amongst the top

companies by bagging the most worthy prizes from business ceremony by getting these

awards. The list of awards received by Amul for their tremendous

performance states the various measures adopted by the company in order to increase

the sales. Following are the three big awards which got by

Amul for their best performances are:

Ramakrishna Bajaj National Quality Awards-2003.

International CIO 100 Awards for Resourcefulness.

Rajiv Gandhi National Quality Awards-1999.

Ramkrishna Bajaj National Quality Award-2003:-


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The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the top scorer in

the service category of the prestigious IMC Ramkrishna Bajaj National Quality Award -

2003. The Certificate of Merit was presented at a glittering ceremony held at Mumbai onMarch 11 by the Governor of the Reserve Bank of India, Dr. Y. V. Reddy.

According to Shri B. M. Vyas, Managing Director, GCMMF, this recognition has once

again reiterated GCMMF's commitment to quality and excellence. The biggest strength

of GCMMF is the trust it has created in the minds of consumers regarding the quality of

its products. GCMMF and its brand Amul stand for guaranteed purity for whatever

products it produces, he added.

GCMMF has bagged this award for adopting noteworthy quality management

practices for logistics and procurement. Over the years, it has established an efficient

supply chain that penetrates even the remotest corners of the country. The

information systems of the Federation are comprehensive and include details on product

quality, delivery performance, supplier quality, disaster recovery and all essential

commercial areas, the citation reads.

The Ramakrishna Bajaj National Quality Award is based on framework and principles

almost similar to the Malcolm Baldrige Award that is given by the President of the

United States to businesses - manufacturing and service, small and large - and to

education and healthcare organizations that apply and are judged to be outstanding in

seven areas: leadership, strategic planning, customer and market focus, information and

analysis, human resource focus, process management, and business results.


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Mr. B M Vyas receives the Qimpro Gold Standard Award Qimpro Platinum Standard, the

highest individual honour, has in recent years been awarded to Chandra Mohan, Aditya

Birla, Deepak Parekh, F C Kohli, Dr J J Irani, Azim Premji, and Kumar Mangalam Birla.

Qimpro Awards are recognized by the ASQ and the Institute of Quality Assurance, UK.

INTERNATIONAL CIO 100 AWARDS FOR RESOURCEFULNESS:-

AMUL - THE TASTE OF INDIA (GCMMF)

receives


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INTERNATIONAL CIO 100 AWARD FOR RESOURCEFULNESS

GCMMF is a winner of the prestigious international CIO 100 award from IDG's CIO

Magazine, USA. The 2003 CIO 100 award recognizes the organizations around the world

that excel in positive business performance through resourceful IT management and best

practices.

This CIO International IT excellence Award has recognized the Cooperative Movement &

its Leadership under the "Amul" brand, initiated by Dr. V Kurien, Milkman of India,

whos main Motto is to build Indian Society economically & literally strong through

innovative cooperative resourceful network, so as to provide quality service & products to

the end consumers and good returns to the farmer members.

This award has also given direction that IT need to be encouraged & adopted more &

more at grass root level and bridge the digital divide through proper training, re-training so

as to bring radical change & benefit to the Indian society.


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It has also recognized the Managing Director, Mr. B M Vyas, who has taken IT

initiative by setting the direction "GCMMF as IT Company in Food business". It has

also inspired all the employees of GCMMF Enterprise to sustain the challenges as a

"Change Agent" by excelling their IT skills in order to transform the people around themtowards IT Integration (e-Vision) on both the ends of supply chain (Village level Farmer

to end consumer). This award also motivated the each & every member dairy,

Amul's wholesale distributors, retailers, transporters and suppliers who have supported

whole-heartedly the IT initiatives of GCMMF.

The Gujarat Co-operative Milk Marketing Federation (GCMMF) has been honoured at

the CIO 100 Symposium & Award Ceremony on August 19, 2003, at the Broad moor

in Colorado Springs,

Colorado, USA. Shri Subbarao Hegde, Head of IT had been to USA and received

the said Award on behalf of GCMMF.

Rajiv Gandhi National Quality Award 1999:-

After creating ripples in the market whether it be with a Rs. 20/- Pizza or with a "real" Ice

Cream, Amul has once again bagged the biggest prize not only for new product launch for

giving a tough fight to best of the food companies in extremely competitive segments. It

has now topped as the winner of the "Best of All" Rajiv Gandhi National Quality

Award for the year, 1999.

The award which is considered equivalent of Malcolm Baldrige National Quality Award

of USA and European Quality Award is the most prestigious award which recognizes

achievements of an organization in terms of excellence in business results, business

processes, customer satisfaction as well as societal and environmental impact.

In a glittering function organized at Vigyan Bhawan, New Delhi on 12th November,

2001, Shri Shanta Kumar, Hon'ble Minister of Consumer Affairs, Food and Public

Distribution gave away the awards to Shri B.M. Vyas, MD of GCMMF.


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TOTAL QUALITY MANAGEMENT CONDUCTED B Y

AMUL COMPANY

Int roduction: -

As AMUL concerned with the manufacturing of perishable products it had a bird eye on

the quality of the products produced by the company. In todays stiff competition it tried

to strengthen its functional processes. Emerging trends of liberalization and impact ofWTO has led to focus on Total Quality Management. Realizing that unless the

TQM initiatives is been accepted by all business partners, the same would remain

ineffective. As a very unique measure Amul extended all the TQM initiatives to its

business partners whether it was the farmer producer in the village or a wholesale

distributor in a metro town or its most sophisticated production unit. A number of

TQM initiatives which run successfully across the organization are been mentioned

below:-

1. Kaizen

2. Housekeeping

3. Small Group Activities

4. Hoshin Kanri(Policy Development )

Shri B.M. Vyas, Managing Director, championed this movement realized way back in

1994 that with emerging competition, doing business would become more exciting yet

extremely competitive which would require at times not only a whole set of new skills

and competencies but quick adaptability to change without much stress or turbulence. The

initiation of TQM was to work with the well known quality management initiatives which

have proven to be effective elsewhere to create a culture of transparency,

openness and leadership in the organization.


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1. Kai zen:-

Employees of GCMMF have done more than 1.60 lakhs Kaizen since May, 1995

which has impacted in bringing in a culture of continuous improvement.

2. Housekeeping:-

The housekeeping initiatives have helped keeping the offices/ warehouses neat, clean and

more productive, be it is the Office premises or the godowns or even Computers.

3. Sm all Group A ctivities :-

150 SGAS have been carried out in cross functional groups to address the problem and

pain areas of the organization i.e. issue of sales, marketing, HR or IT. The organization

has implemented a customized ERP for seamless integration of its 40 odd sales offices

from Jammu to Port-Blair and Head Office. All its wholesale dealers are computerized

and GCMMF is moving on a B2B model for integration interface with its dealers be it for

placing order for buying its products, sharing information or for tracking logistic of

dispatch/receipt of goods.

4. Hos hin Kanri(Poli cy D evelopm ent):-

GCMMF has also embarked upon for last 4 years, 'Hoshin

Kanri' a employment initiative where more than 100 Officers/Heads participate twice in a

year to review its business goals/processes and implement new initiatives. These are

further cascaded to the wholesale dealers in different territories in a two day exercise

called Vision Mission Strategy (VMS) Workshop. These initiatives have resulted common

understanding of goals, eliminating communication barrier.


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EFF ECTIVEN ESS: -

The initiative of TQM six years back has made the organization efficient

whether it be in launch of brands, or in implementing ERP's or expanding its distribution

network. More striking feature of GCMMF's TQM experience is the integration of its

business linkages at the village level to the forward linkage through its sales

offices/wholesale dealers in the market.

AMUL YATRA

One of the unique initiatives has been in terms of involvement of its wholesale dealers in a

common platform to address issues of market/customers. All the wholesale dealers from

across the country have visited Anand in a unique programme called "AMUL YATRA".

In the next phase, the organization has already started inviting the salesmen of these

wholesale dealers for this programme. It also intends to invite the top retailers of various

cities/towns to Anand. The purpose is not as much to orient them to GCMMF's business

plans, but to inculcate a super-ordinate goal in their heart that when they are associated

with AMUL, they are working for a modest milk producer in the rural hinterland of the

country and that is what true progress is about. GCMMF has more than 200 Amul Quality

Circles in the country where all the above wholesale Dealers meet in group on every third

Saturday of the month to discuss their business, quality initiatives and also pain areas.

This has impacted tremendously not only in communication but also in improving the

transparency in the organization.


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MARKETING & SALES PROMOTION STRATEGY

Looking at the current Indian marketing scenario, we can say that we are moving backin time. Kotler says that in the evolution of marketing, before the marketing concept

became popular, there is a selling concept which states that "customers and businesses, if

left alone will ordinarily not buy enough of the organizations products. The

organization must therefore undertake an aggressive selling and promotion effort" In this

present scenario, it is true that companies will survive only if there is a super efficient

sales force. The reasons are that increasingly every product is being commoditized and

there is an increase in the power of retails, information explosion that has given the

consumer an unusual power. This has ensured that without an efficient sales force

companies cannot survive.

Even when companies focus on sales effort, concept like segmentation should not be

overlooked. For example, there has been lot of effort on increasing credit card usage in

India. Credit card now comes free for life and sales people are just selling credit cards

like chocolates. Is it not wise to look at whether the consumer wants a credit card? Does

he like to use one? Does he have the ability to pay back? Recently a news channel showed

a mutual fund agent giving discounts to a client from his brokerage. What does that

mean? It simply means that we are not practicing marketing. We are just

selling....

Many business gurus are saying that, customers are the god or king of the market. It

can be understood from the fact that the customer is not the king as the companies want

the consumer to be loyal. The real fact is that no company regard customer as the king.

Everyone in the market cares about the money. Marketing is creating and exchanging

goods of value between company objectives are achieved in that process. So what

is happening now is this exchange process. Marketers tried to attract

cu s to m er sby treating them well and thus came the cliche customer is the


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King". It is only economics in play. It is now the choice of the customer that whether hewants himself to be treated as a king (and pay for it).

After realizations of the big issue Amul stated to make the marketing and sales promotion

strategy to overcome the problem. Amul is the largest co-operative movement in India

with 2.2 million milk producers organized in 10,552 co-operative societies in 2003-2004.

The country's largest food company, Amul, is the market leader in butter, whole milk,

cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk.

Amul follows a unique business model, which aims at providing 'value for money'

products to its consumers, while protecting the interests of the milk- producing farmers

who are its suppliers as well as its owners. Despite being a farmers' co-operative, Amul

has given multinationals a run for their money. In butter, cheese and saturated fats, Amul

has remained the undisputed market leader since its inception in 1955, by offering quality

products at competitive prices. In other categories, Amul has nullified its late mover

disadvantage through aggressive pricing, better quality, innovative promotion, and

superior distribution.


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4PS OF AMUL COMPANY:-

a) P R O DUC T: -

Tracks consumer needs & their

changing lifestyles, &

accordingly develops products to suit their needs. Product

quality plays a paramount role & so does packaging.

b) P RI C IN G :-

The main USP of Amul brand is its

low pricing. It hits

at the transnationals by reducing its prices on its product

portfolio. The competitive advantage is its backward

integration strategy, which helps substantially in cost

reduction.


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c) P L AC E:-

Any food company requires a

dedicated cool chain

network. Amul boasts of the largest cold chain network (18000

refrigerators) in India, as compared to any other company. It is

surprising to note that it sells pizzas in rural markets too!

d) P R O M O T I O N :-

Amul spends very less on its

advertising budget, but

spends it very effectively. It has the power of an umbrella brand

Amul, which is highly respected brand name & enjoy the

trust of 1000 million households. Thank to its brand mascot,

the Amul girl, the cooperative has been able to get away with

spending just one per cent of its revenues on advertising. In

contrast, its competitors spends anywhere between 7 to 10 per

cent on advertising. Amul positioning is Value for Money. It

uses the services of Da Cunha Associates & FCB Ulka for itsadvertising efforts.

Advertising:-

An Amul butter ad on Pakistan's Kargil War fiasco. The image

shows the "Amul baby" in between George Fernandes and

Vajpayee.


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Its advertising has also started using tongue-in-cheek sketches

starring the Amul baby commenting jovially on the latest news

or current events. The pun in her words has been popular. The

Amul ads are one of the longest running ads based on a theme,now vying for the Guinness records for


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being the longest running ad campaign ever. Sylvester daCunha, was the managingdirector of the advertising agency, ASP, that created the campaign in 1967 whose charm

has endured fickle public opinion, gimmickry and all else.

Mascot

The Amul baby

Since 1967 Amul products' mascot has been the very recognizable "Amul baby" (a

chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and

product wrappers with the equally recognizable tagline Utterly Butterly Delicious Amul.

The mascot was first used for Amul butter. But in recent years in a second wave of ad

campaign for Amul products, she has also been for other product like ghee and milk. She

is probably one of the most enduring mascots in the world.


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S W ADE S H I V /S V I DE S H I

Amul ready to take on Pepsi, Coke in sports drink segment

On 10 Jan, 2006 Swadeshi FMCG major Gujarat Co-operative Milk Marketing Federation Ltd

(GCMMF) is getting ready to launch India's first sports drink 'Stamina' in two weeks. On the other

hand, videshi major Coca-Cola India is planning to introduce its global sports brand 'Powerade' in

India and PepsiCo India is preparing for a national roll-out of 'Gatorade', which is available

only in select metros now.

According to industry analysts, this nascent segment will witness a lot of action in 2006--withthe entry of new players. "Most companies now want to cash in on the growing consumerism in

India.

As lifestyles change, consumers opt for energy and sports drinks to stay fit. At present, Red

Bull which is priced at Rs 75 is the only major player in this segment," said analysts. On Amul's

foray into the sports drinks sector, RS Sodhi, general manager, GCMMF informed the company

plans to launch 'Stamina' in select metros, which include Mumbai, Chennai, Delhi and Ahmedabad

- to start with." Stamina will the first sports drink from India. With lemon flavour, it will be

available in Tetra Packs and is priced at Rs 12(for 200 ml). Two years ago, we entered flavored

milk segment, said Mr. Sodhi.

According to analysts, with competitive pricing strategy, Amul will score over other sports drinks

in India, which are priced above Rs 75.

As for Coca-Cola's strategy for 'Powerade' in India, the company spokesperson was reluctant to

divulge details on coke's new initiatives. "We are exploring opportunities to bring in new

beverages targeted at different segments in the New Year," he said.

The vital question is -Will a swadeshi brand like Amul take on global brands in the sports drinks

sector in India?


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AMUL AND COMPETITION

Amul operates in a highly competitive environment. Amul has to compete with 6 to 8transnational in the market place. GCMMF popularly known as Amul is taking on

trannationals across a clutch of product

categories. Get your focus right is the mantra for Amul.

CADBURY

NESTLE

HINDUS

TA N

LEVER

A MUL

BRITANNIA PIZZA

COS


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E X P O R T

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading

House" status. GCMMF has received the APEDA Award from Government of India for

Excellence in Dairy Product Exports for the last 9 years.

The major export products are:

Consu me r P acks: -

Amul Pure Ghee Amul Butter Amul Shrikhand

Amul Mithaee Gulabjamun Nutramul Brown Beverage Amulspray Infant Milk Food Amul Cheese

Amul Malai Paneer

Amul UHT Milk (Long Life) Amul Fresh Cream

Bulk Packs:-

Amul Skimmed Milk Powder

Amul Full Cream Milk Powder

Many of our products are now available in the USA, G u lf Coun tries and

Singapore.
http://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/exports-gulf.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/exports-gulf.htmlhttp://www.amul.com/cooking-sagar.html


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GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch

milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilks.

KA NA N D AIRY :-

Kanan Group is a fast growing group with interests in the Fashion and food Industry.

Kanan Group of Companies, a trusted name in the United States, brings a wide verity of

products and services to consumers. In partnership with Amul, we are dedicated to bring in

your home, the favorite Amul products.

These dairy-based products are imported to the United States throughout the year and sold

to more than 1000 ethnic grocery stores around the country through KDPs network of 7

distributors. While awaiting
http://www.kanangroup.com/http://amul.com/http://www.kanangroup.com/http://amul.com/


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S O C I A L A W A R E NE SS

A MU L R EL IE F T RU ST :-

A devastating earthquake (Richter scale 7.9) hit Gujarat on

26th January 2001. The epicenter of the quake was located in Kutch district. It caused

death of thousands of people, tens of thousands were injured, hundreds of thousands were

rendered homeless and damage of billions of Rupees was done.

GCMMF formed a specific organization named Amul Relief Trust (ART) under the

Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for

reconstruction of the school buildings damaged in the 2001 earthquake in the Kutch

area.

The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1

millions in Kutch area. Four of these schools started re-functioning from the last two

academic sessions and the other two schools from the current session.

1. A school reconstructed by Amul Relief Trust in the earthquake affected

Ratadia Village in Mundra Taluka of Gujarat.


Nana Asalia Village in Mundra Taluka of Gujarat


Devpar Village in Mandvi Taluka of Gujarat.



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Toda Village in Mundra Taluka of Gujarat.


Kathada Village in Mandvi Taluka of Gujarat.




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A school reconstructed by Amul Relief Trust in the earthquake affected

Ratadia Village in Mundra Taluka of Gujarat.


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Nana Asalia Village in Mundra Taluka of Gujarat.


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Devpar Village in Mandvi Taluka of Gujarat.


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Toda Village in Mundra Taluka of Gujarat.


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Moti Bhadai Village in Mandvi Taluka of Gujarat.


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A MU L SHA KT I VIDYA SHRE E AWARD

Amul started to give the award namely Amul Shakti

Vidyashree Award to class of ten topers of school.


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This is an attempt to include the School Segment as part of our Amul Food Festival.

During 2005-06, we have instituted an Amul Shakti Vidya Shree Award, to be given to the

Class 10 topper of schools.


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Our mission is to create a strong association of Amul Shakti with Academic performance at the

school level.

The Objective is to initiate and institutionalize an award in order to recognize the academic

effort of the Class 10 school topper in the State/ Central Board.

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Name of the Person : Mr. Rajeev Tripathi

Designation : Assistant Manager

Lucknow.

Address : 5-9-1107, Anand Towers, Basheerbagh

Road, Ahmehdabad

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Part II

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OBJECTIVES OF THE STUDY

To get better understanding of the brand image.

To do the comparison of AMUL MASTI DAHI with other

To make ones action plan with companys objective.

To know the brand image MASTI DAHI.

To know the consumers attitude and demand towards the brand.

To know the consumers reaction towards brand in terms of price, offers & schemes

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SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand and identify

the human action towards brand.

The information thus gathered by conducting a systematic market research would help to find

out the brand awareness of the consumers.

This study is mainly focused towards people of Lucknowwho belongs to different age group and

resides in different localities, in order to find out their preference given to particular brand.

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NEED FOR THE STUDY

Today customers are facing a growing range of choice in the different brands of products and

services. They are making their choice on the basis of their perceptions of brand, quality service

and value.

Companies need to understand the rapid growth of local market place. Where, the companies

should choose brand name with an eye to their global reach.

This study is not concerned only with brand awareness but deals also with other facts. It

includes a wide preview of

From where did they come to know about the product?

Did they feel that the brand is important to purchase?

If given, would they like to purchase same brand product again?

Did they feel that the branded product matches their expectations?

How the brands influence the market?

How relevant the brand towards trend?

Are they satisfied with the brand, price, quality etc.?

These questions will help in understanding better, what factor influence the people about brand

awareness?

The marketers have realised that they have to take technical decisions concerning the brand to

cater to the need of the consumers to develop brand identify and brand position.

The company must understand how their consumers perceive brand, quality and how much they

expect.

Therefore, it becomes very necessary to understand, analyse and evaluate the brand awareness

in the systematic manner and act accordingly for existence.

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RESEARCH METHODOLOGY

Data is the information collected from various sources. It is concerned with gather

accurate and proper knowledge about the problem that is in hand. Formally there are two types

of gathering information namely primary data and secondary data.

Data collection mode:

Two methods have been used to collect the relevant data, which are essential for the study, they

are:

Primary Data: Data is collected to obtain desired information through structured questionnaire.

Secondary Data: It is compiled through books, magazines, newspaper and internet etc

Sampling plan:

A small selection of the large group which is taken for interviewing is called sampling. A

sample is taken representative and adequate which gives proper information.

In order to study brand awareness towards Amul masti dahi the following sampling plan was

adopted.

Sample size:

A sample size of 60 was taken in order to carry the study.

Sample Area : Lucknow : Rajajipuram

Sampling unit:

For this survey the target population consisted of people residing in various localities of

Lucknow between the age group 20-70 who uses Amul masti dahi. Instrument of data collection

is questionnaire.

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LIMITATIONS OF THE STUDY

The study is restricted to some areas of Lucknow city.

The findings of the study are based on the assumption that the respondents divulged correct

information.

The study is relevant only to present situation and not to future.

Bias and unwillingness of certain respondents to answering some questions may hinder the

study.

Some of the respondents were not fully co-operative and some of them were annoyed to fill up

the questionnaire.

The study may not be applicable over a period of time.

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Part III

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RETAILER QUESTIONNAIRE

1. Type of outlet :-

S.No. Topic Percentage (%)

1 General Store 40

2 Dairy 30

3 Grocery shop 15

4 Others 15

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2. Do you sell dahi?


1 Yes 80

2 No 20

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3. Type of dahi you sell?

A. Loose B. packaged C. both


1 Loose 10

2 Packaged 80

3 Both 10

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4. Brands of dahi you sell:-


1 Amul 40

2 Parag 30

3 Gyan 10

4 Mother Dairy 10

5 Others 10

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5. Do you sell amul masti dahi?


1 Yes 70

2 No 30

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6. If not, what is the reason for not selling?


1 Low Margin 30

2 Low Demand 60

3 Others 10

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7. Total Daily Sales of dahi(no. of cups) of all brands:-


1 200gms 70

2 400gms 30

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9. Quantity of your single time order(No. of cups):-


1 200gms 20

2 400gms 80

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4. If packaged Dahi is preferred, then which brand do you prefer:-


1 Amul 40

2 Parag 30

3 Gyan 104 Mother Dairy 10

5 Others 10

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6. From where do you purchase dahi?


1 Dairy 65

2 General Store 30

3 Others 5

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8. Have you tried AMUL MASTI DAHI?


1 Yes 70

2 No 30

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9. If yes , rate the following attributes from 1-5:-


1 Freshness 30

2 Texture 20

3 Taste 30

4 Overall Quality 20

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11.The prices ofAMUL MASTI DAHI is Rs. 18 for 200gms and Rs.35 for

400gms, are you satisfied with it?


1 Yes 70

2 No 30

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FINDINGS

Based on consumers survey report

High brand awareness 92%

On the basis of customer survey report most of the respondent was from middle and

higher middle class.

Nestle curd is rolling almost three times more than Amul Masti Dahi because of its

quality, availability and more number of product range.

Housewife is the key decision maker 72%

Most of the respondents buy the products based on the quality

Nestle is the market leader

Brand loyalty plays an important role for purchasing the product

Most of the respondent have expressed that proper advertisement is necessary to create

demand in the market.

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SUGGESTIONS

Since the set curd is consumed by upper class and upper middle class, company must go for the

verities of products like sugar free curd for old age people, slim curd for teen age with different

flavour.

Company should provide commercial refrigeration supply to keep the product in set form

The product needs advertisement to create the brand value.

Availability of the product in the shop is the most important factor. There is always a complaint

from the distributors regarding supply shortage from the company which can be checked by

centralizing the distribution channel .in such case if the distributors does not have proper stock

to supply the product in the required retail shop then the problem can be solved by taking it

from the other distributor of the Amul company which is nearby to their place.

There is no doubt that Amul curd is a brand name, but it should create brand identity.

Company should provide expiry replacement facility to the retailers, which will keeping the

stock

Supply should be regular to all the outlets including those that lie in the pocket roads and

not just in the outlets which lie on the easily accessible routes.

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Amul has a relatively good distribution network, but still company is not able to fulfill

the demand of outlet in the peak season when demand is very high. Here company should

consider on the supply of product in the peak season.

Only fresh product should be supply in the outlet. The main cause of the supply of fresh

product is that customer always wants fresh product. They dont want to take 3 or 4 days old

product.

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CONCLUSION

This project was of great importance to me, I have learnt a lot in this project, As we know that

Amul is a very big organization and market leader in dairy products. It has maximum market

share in Milk, Butter and Cheese, which are its main/core products but curd industry is also a

profitable industry and the company cannot ignore it. With the help of research, company can

find out its week points in curd and can increase its market share through rectify mistakes.

Finally I hearby conclude by saying that I was really privileged to work in the company like

Amul and had got such a real time exposure of FMCG company.

.

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BIBLIOGRAPHY

MARKETING MANAGEMENT AUTHOR (PHILIP KOTLER)

PRINCIPLES OF MARKETING C.A SONTAKKI

BASIC MARKET PRINCIPLE AND MARKETING TOM CANNON

PUBLISHED BY CASELL PUBLISHERS LTD.

WEBLIOGRAPHY:

WWW.Wikipedia.Org

www.Amul.com

www.google.com

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A. Amul B. Parag C. Gyan D. Mother dairy E.

Others(specify)_________

19. Do you sell amul masti dahi?

A. Yes B. No

20. If not, what is the reason for not selling?

A. Low Margin B. Low demand C.

others(specify)______________

21. Total Daily Sales of dahi(no. of cups) of all brands:-

A. 200gms_______ B. 400gms_______

22. Do you get timely supply of amul masti dahi?

A. Yes B. No

23. Quantity of your single time order(No. of cups):-

A. 200gms______ B. 400gms______

24. Are you satisfied with the services of our ADA/WD?

A. Yes B. No

25. Suggestions, if any:-

_____________________________________________________

_____________________________________________________

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_____________________________________________________

_____________________________________________________

_____________________________________________________

_______________________________________________

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CONSUMER QUESTIONNAIRE

12.Name of respondent:-___________________________________________________

13.Size & Class of family:-___________________________________________________

14.Area:-_____________________________________________________________

15.Type of Dahi you consume:-

A. Homemade B. Loose C. Packaged D.

Non-packaged

16.How much Dahi do your family consumes?

A. 200gms B. 400gms C. 500gms D. more

than 500gms

17.How do you use Dahi?

A. In preparations B. In the same form C. Both

18.If packaged Dahi is preferred, then which brand do you prefer:-

A. Amul B. Parag C. Gyan D. Mother Dairy E. Others

(specify)____________

19.Frequency of purchase?

A. Daily B. Alternate days C. Once in a week D.

Occasionally

20.From where do you purchase dahi?

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A. Dairy B. General Store C.

Others(specify)________________

21.Have you heard about AMUL MASTI DAHI?

A. Yes B. No

22.Have you tried AMUL MASTI DAHI?

A. Yes B. No

23.If no, what is the

reason__________________________________________________

24.If yes , rate the following attributes from 1-5:-

A. Freshness _____ B. Texture ______ C. Taste _______ D.

Overall Quality _____

25.Do you always get AMUL MASTI DAHI as and when required from your

neighbouring shop?

A. Yes B. No

26.The prices ofAMUL MASTI DAHI is Rs. 18 for 200gms and Rs.35 for

400gms, are you satisfied with it?

Priya Verma

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